If we were to ask the Pivot: SHIFT Ahead community if they are active on social media, it’s pretty safe to assume that almost everyone would say they are. In fact, it’s become one of the most common ways for agents to connect with their audience.

The challenge with social media is how to navigate is with intentionality.

Your business is likely built on a trust relationship with a wide variety of people. And social media puts all of these people in the same feed with the same access to your content. However, each person experiences the content differently.

Whether you realize it or not, your social media presence is shaping your professional reputation. And at the end of the day, every post you make contributes to the story that people believe about you, both personally and professionally.  

So how do you make sure that what you’re sharing is reaching people in the way you intend it to? Simply put, you have to think about the impact your words have. You run a business and want to help people. And you’re a real person with thoughts and opinions. What’s the right rhythm for both to have a place in your social media content?

Every time you post or stay silent on social media is a strategic decision. Consider if what you are choosing to or not to post is in alignment with who you are, the relationships you value, the business you are building, and the brand you are creating. If not, it may be time to make some changes to your social media approach.

When it comes to your presence on social media, think about the following:

1. The speed at which we post.
   Social media has massively sped up our digestion of content. Everything moves so fast. Remember, you don’t need to participate at the speed at which you feel pressured to. And you don’t have to have an opinion on anything immediately. Take time to pause and slow down.
2. Your referral sources.
   Your VIPs as well as your vendor and referral partners are a valuable part of your business. Before you post anything, ask yourself how your post might affect your top referral sources? How will they interpret it? Have the answers to these questions play into the conscious decision you make.
3. The intent versus the outcome.
   In general, we have three reasons for posting: we want to inform, support, or express our conviction and stand up for something. That’s our intent. However, the outcome of the post might be different than we expect. For example, while it can be agreement and stronger loyalty, it can also be disagreement and lost followers. And you don’t get to control others’ interpretations of your post. When it comes to any decision you make around posting, you must be sure you’re prepared to own the potential consequences.
4. Being real.
   Being real doesn’t mean being perfect. In fact, the exact opposite is true. Authenticity is what actually builds trust. People want to see the real person behind the business. They want to know what you care about, what you’re interested in, and how you interact with the world around you. However, being authentic doesn’t mean posting everything you think. Take the time to understand how what you share online might impact how your clients perceive you.
5. Take stock of your current online persona.
   Go back and review your last 20 posts. Ask yourself what someone might think about you and your brand based on what you are putting online. Is it in alignment with who you want to be? Remember, anything you post on social media may do one of three things: strengthen your brand, confuse your brand, or narrow your brand. Both what you post and what you don’t post can both do this. So make sure that you’re positioning yourself on your social media platforms in a way you want to be perceived.

At the end of the day, your posts are an opportunity to reinforce who you are and what you stand for. Be wise about what they are, because you cannot control how others, from your clients and prospects to referral partners and vendors, interpret the messages you put out into the world of social media. And when you take the time to pause and think through your online presence, you ultimately can better protect the long-term credibility you’ve worked hard to build.

Follow James at @jamesdshaw on Instagram. We’ll see you there!